Finalist
Never Miss – Raising Awareness of Prostate Cancer
With support from WPP
Summary of work
Prostate cancer is the second most common cancer in men worldwide. Despite therapeutic advancements, prostate cancer remains an important public health concern, with lives lost to the disease estimated to nearly double over the next 20 years.
Prostate cancer doesn’t often present with symptoms so, for those assigned male at birth, knowing their risk can help early identification of symptoms, with the goal of improving outcomes.
However, opening up about their health, especially if it may impact sexual health, can be difficult for many men. Yet research specific to prostate cancer found that while disseminating health messages to men and engaging men with them can be difficult, they are likely to be engaged when leveraging the topic of sport.
Timed to when football was of global importance, AstraZeneca and MSD launched Never Miss, a global prostate cancer awareness campaign driving critical conversations about prostate cancer in families around the world and encouraging preventative health behaviours.
The primarily digital campaign included an engaging multi-language website and a global paid social media campaign using unbranded Instagram/Facebook channels to target key audiences (men 45+, their millennial children, and partners) to drive website traffic. KPIs were surpassed, achieving 2.4m website clicks in 20 days.
Judges’ comments
AstraZeneca, MSD and WPP have produced an exciting and creative programme that comprised clear understandings of insights, strong audience segmentation, as well as good objectives and measurement criteria. In addition to meeting the needs of both the audience and the brief, the judges felt that the team portrayed a good campaign that was well thought through with common sense and connectivity.
